How to properly evaluate a Popup Company

I'd love for a popup company that compares their results to Klaviyo to actually replicate the exact same form that a brand is currently using and get the same results.

Here's why:

If you're replacing Klaviyo, first you have to show me that you can get the exact same results as Klaviyo by creating the exact same form, with the same targeting, same copy, and same offer in your system.

If you CAN'T do that, it means you've got something misconfigured, if the results increase copying the same exact settings, then something definitely isn't right.

This is how we establish a baseline that you're using the same exact methods of the existing tool.

Any reputable popup company should be willing and able to do this.

Ok so assuming you're able to get the same results as Klaviyo or whoever you're testing against, then you have to isolate individual variables that contribute to increases.

So then you have to split test all these individual variables to understand impact, not only on sign up rates, but sign up to conversion rates, by source, by element AND margin/profitability.

This requires a lot more signups than most brands get in a month.

Ok so you go with "best practices" based on past results instead, that's fine, I'm good with that, speed up the process on the shoulders of others.

The problem is there's a lot of brands saying things like...

"I don't know how they are doing it but my opt-in rate doubled"

And a lot of popup companies claiming...

"It's because all we do is popups and A/B test everything to maximize signups, making you more money"

Last I checked, the likelihood of someone signing up and going on to purchase was tied to their readiness in the market and that's a matter of quality of audience of the visitors being driven to the website.

Now there are things that you can do with popups to game stats:

1. Show it right away - maximizes the amount of people that see them
2. Make them full screen - requires someone to see them
3. Allow them to go sticky - keeps them available during the entire session

Honestly, if you do those 3 things, you'll get the most amount of subscribers if that's your goal.

There's other things you can do to actually improve results:

1. Allow subscribers to skip the SMS step
2. Auto Apply coupon codes to the cart, skip buttons and cut and paste
3. Redirect the subscriber to the thank you step if they close the popup prematurely after signing up

But the reality is, the popup didn't drive the traffic...

So I tell everyone the same thing:

1. Collect data relevant to the customer journey
2. Analyze the data combinations of audiences that are converting
3. Build messaging to attract more of those people in your ads

When you do this properly you're increasing the quality of audience through messaging that is likely to convert.

Because popups have never been about opt-in rate, that's just a reflection of your quality of audience.

Anyone else telling you different is either lying, inexperienced, or both.